Despite being similar in nature, e-commerce and brick and mortar retail are considered two separate entities. At least, for now they still are. The convergence of the two worlds continues and the lines between the worlds are only becoming more blurred, as Amazon recently announced a $13.7 billion purchase of Whole Foods and Walmart announced the acquisition of Bonobos – an e-commerce men’s clothing company – for a snappy $310 million.

The market had a clear and definitive response to the deals, particularly to the 11-figure investment digital company Amazon made in a brick-and-mortar footprint such as Whole Foods. Shares for the other major US grocers went downhill quickly. Even Walmart wasn’t safe, as their shares dropped 4.7%. Costco was down 7.2%, Target was down 5.1%, and Kroger went down by 9.2%.